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The growing complexity and variability characterizing markets have induced scholars and marketers to propose new segmentation approaches. Recent research has shown that including the context in which a transaction occurs in customer behavior models, improves the ability of predicting their behavior. However, no systematic research has studied whether contextual information really matters in market...
Recent research showed that including context in customer behavior models improves predictive performance, especially when the unit of analysis is the single customer. Also segmentation has proved to improve the performance of predictive modeling. The research contribution of this work lies in studying interaction effects between segmentation and contextual information. Several experiments were done...
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